Media kits: when you need one and what to include

Put simply, a media kit is a way of clearly and concisely pulling together all the information to help a journalist write about your product, service or event. Typically, a media kit will be used when you are launching something new to the market or making a significant business announcement. A generic downloadable media kit may also feature on your website. In this post, I’ll take you through when a media kit is helpful and what information is essential to help you with writing the best media kit possible.

When to use a media kit

A media kit is most useful when you are launching something new to the market. This could include:

  • Announcing your start-up company
  • Opening a new office in a particular country or city
  • Launching a new product or service
  • Holding an event or conference
  • Appointing a new team member, especially a senior leadership position such as a new CEO
  • Listing your company on the stock exchange
  • And any other number of newsworthy business milestones

Depending on your business and your website structure, you may also like to consider having some or all of your media kit elements available in a dedicated media centre on your website. This may take the form of a downloadable PDF or could be standard web copy. For small businesses with an easily navigated website, this is probably not necessary.

What should go in your media kit

There are some core elements that should be included in every media kit, regardless of its purpose. Essential elements are:

Company profile

This is a fact sheet that includes an overview of your company, outlining what you do, when you started, your leadership structure and so forth. Aim to keep this to under one page.

Team bios

A short biography on relevant team members is always helpful to media. Bios should be a maximum of three paragraphs.

Images

Modern media is very image heavy. Always supply images – for example, team members, products, locations etc – in high-resolution and with appropriate licensing and attribution information if required.

Contact details

One of the main goals for a media kit is to entice a journalist with enough information that they will want to write about your organisation. This will often entail an interview for additional information and quotes so that the journalist’s story is unique. So make it easy with contact details – either for a dedicated media officer or public relations representative, or for the relevant spokespeople. Make sure that everyone knows their contact details are being provided (especially if providing client contact details) and appropriate permission has been granted.

Other common media kit elements that may be appropriate depending on whether your kit is for a specific launch event or other purpose include:

Press release

If you are announcing some specific news, for example a new product or service, launching an event, or appointing a new business leader, then a press release is essential. For tips, The Clever Copywriting School’s micro-course on writing a great press release is coming soon!

Product specifications

If you are launching a new product or service, a product sheet is a great way to include all the technical information, inclusions and other factual information about your new offering.

Case studies or client testimonials

Telling everyone about how great you are is one thing. But even more powerful is letting your happy clients prove this for you. Including a client case study or testimonial quote can be a valuable addition to your media kit, especially if the client is also available for more detailed media interviews.

Helpful and interesting statistics

Providing relevant statistics provides context for a journalist and makes it easy for them to craft a story. For example, maybe you have put together a media kit for your new book on property investment in Australia. A relevant addition to your media kit could be a fact sheet with key statistics on the Australian property market. This additional information can make the difference between getting a short snippet written about your product or a two-page feature with further insights from an interview.

Upcoming events

If your organisation holds regular events or if your team members are regular speakers at conferences, consider including a calendar with key dates and where events are located. 

What format should your media kit be in

Put simply, your media kit should be available electronically in a format that journalists can easily use and take information from. A PDF is ideal. If you are holding a physical event, you can consider providing printed copies of your media kit, but always provide a digital copy also, either on a USB key in the kit or emailed at the conclusion of the event. If your media kit is being hosted on your website, it is common for it to be a downloadable PDF. As images should be available in high-resolution, it may be practical to provide lower resolution images by email with access provided to download specific higher resolution pictures on a needs basis.

Need help writing your media kit?

Writing a media kit isn’t hard but it does take time and needs to clearly communicate key information to a very busy and discerning audience – journalists. The objective of a media kit is to make it easy for a journalist to get all the information they need to write about you, your organisation and your products and services. Your media kit needs to strike a fine balance between being comprehensive and concise, so professional help from a writer who understands the needs of the media can really help. If you are struggling to get your media kit produced, why not engage the help of one of the writers in The Clever Copywriting School directory?

Over to you

What elements do you think are essential in a media kit? I’d love to hear your thoughts.

Who is Angela Denly?

Angela Denly is a freelance copywriter with over 15 years working in public relations and business communication. She uses her big brand experience to craft cut-through copy for small business clients.

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